This research explores the application of new information and communications technology in political marketing. As a representative of Web2.0, blog has changed the way of interaction between the media and users as well as that between media users. Blog makes it possible for information receivers transmit messages and express views from bottom-up. As blog develops globally with its users increased, it has become an increasingly important issue regarding how it can be used for political marketing. It is common that Taiwan¡¦s politicians are increasingly interested in developing their own blogs for marketing themselves and providing constituency service. This study aims to examine how mayor candidates take advantage of blog for campaign marketing. It tries to understand and describe the intention of political bloggers. It also explores the key success factors regarding how political candidates conduct campaign marketing using blog. By a literature review of the Internet development and evolution, digital democracy, political marketing and blogs, the author found out six dimensions and 35sub-dimensions for evaluation: content expression, interactivity, marketing and promotion, business model and friendliness of using. Through analytic hierarchy process (AHP) , the first-wave survey for bloggers results in the first-half sub-dimensions. The second-wave interview was conducted to seven experts in the field of political marketing, which results in the priority-setting of the sub-dimension factors. The result shows that political marketing using blog targets mainly on young and well-educated electorates. The reasons for their using blog include fast accumulation of political information, interaction with candidates, and support from others. It shows that friendliness of access, interaction, and business model are the top three concerns when establishing a campaign blog. They are followed by marketing and promotion, interface design, and content expression. This study will contribute to the understanding of using blog for political marketing both at theoretical and practicallevels.

In recent years, tourism has been recognized as the most potential industry. Kaohsiung is a city which has a very rich cultural and natural resources such as mountains, sea, river and sea port to develop the tourism industry. Due to the official opening of high speed railway and completion of Kaohsiung Mass Rapid Transit increased accessibility to attract many tourists. The most popular tourist accommodation is the new "daily rental suites" instead of the traditional hotels or motels. Through the competitive advantage matrix analysis model to find out the competitive advantage of daily rental suites, one dimension is from the outside analysis the key success factors of the industry, the other dimension is from the inside analysis the assets and capabilities of the daily rental suites which select three well-known ones in Kaohsiung as my study cases. The main contribution of this research is summarized six competitive advantages of daily rental suite through the matrix as (1) location, (2) the reputation and the brand, (3) service quality, (4) price, (5) atmosphere and (6) room equipment and decoration. The results show that daily rental suite¡¦s core resources how match with the key success factors. By examining their feature of the core resources to reinforce his internal assets as well as capabilities, so as to keep and create its competitive advantage.

ABSTRACT In Taiwan, to spin-off the OEM from OBM (Owned-Brand Manufacture) business has been a hot topic of disputed discussion for a long time since Stan Shih announced his strategic policy in ACER reorganization in 2000. Starting from then, even the slightly internal reorganization, the officially spin off WISTRON from ACER under the Taiwan¡¦s Corporate M&A (Merger and Acquisition) Law which was launched in 2002, the ACER and WISTRON have got success respectively later on, and several similar reorganization case of OEM and OBM business splitting in Taiwan ICT electronic industry and et cetera, all have triggered a lot of disputed discussion. And the arguing has never been ceased. The advantages and disadvantages of splitting OEM from OBM business have been researched and discussed by many experts. Either to-do or not-to-do the spinoff has its own devotees. No consensus has been made at all. Regardless the determination of spinoff has put the enterprise in a dilemma, but this paper focuses on the key success factors in management of splitting OEM from OBM business in Taiwan ICT electronic firms from the perspective of human resources and corporate relationship management. Because the issues and concerning arising from splitting OEM from OBM are not wholly covered under the scope of enterprise¡¦s Re-engineering at scale¡¦s down-scoping. The difficulties of splitting OEM from OBM business are more than the difficulties of down-scoping Re-engineering which is just mainly emphasizing at Refocusing. It needs not only to consider increasing competitive advantage on both side of OEM and OBM but also be faced with how to carefully handle the response of the interested parties, including stake holders, employees, customers, venders, government and community organizations and media and more. Via the methodology of Case Study, this paper intends to understand those Taiwan's information and communication technology (ICT) electronic firms who chose splitting OEM from OBM business while facing of global environmental change, how they re-organized in order to refocus business and built a lean supply chain. In the mean while, from the view point of human resources manage and corporate relationship management, explores what the key success factors shall be handled in the implementation of the reorganization splitting OEM from OBM business. Key words: OEM/ODM, OBM/Owned-Brand, Spin-off/splitting, KSF/Key success factor

Since Porfit Center had been applied in DuPont Company in 1920, it has become a popular business model which emphasized on elevating employees¡¦ self-commitment by sharing company¡¦s profit and has been adopted by companies around the world. For the construction industry in Taiwan, due to the decline of real estate market, the deflation of national construction plans and the action of joining into WTO, most construction companies are experiencing their difficult time and therefore are eager to make some changes. Profit Center then has been regarded as a helpful construction management tool to achieve higher performance. This thesis is a case study for a construction company that locates in southern Taiwan and is planning to introduce Profit Center into its system to improve its performance. This thesis follows Habitual Domains¡]HD¡^theory and Analytic Hierarchy Process ¡]AHP¡^method to create the key success factors ¡]KSF¡^for the case company, and a priority list that rankes by the weight index is built at the end of this thesis. To allocate their resource more efficiently for applying the Profit Center, a construction company is suggested to build its own key success factors based on the perspective of construction industry. That is, unlike emphasizing on hwo to share profit as other industries are used to, this study discovered that because high risks and frequent design¡¦s variation might greatly affect the cost of a construction project, the Profit Center in a construction firm is required to focus on how to keep encouraging its employees if the profit of the project is diminished due to the reasons as aforesaid.

Abstract There have been lots of M&A, alliance and restructuring activities occurred in the chemical industry all over the world since 2001. In order to operate the business successfully, the best way is through innovation instead of taking restructuring, cost down and/or M&A strategy only. Usually, chemical material should be well mixed or prepared to get unique properties for application. R&D and innovation are the good solutions. Under such circumstances, in order to win the game and even to survive, the chemical firms need to make changes of their products to be more value-added and keep their sustaining competitive advantages . This study has surveyed the questionnaires which were answered from the high value-added chemical firms, government, educational and research institutes. Analytic Hierarchy Process (AHP) was adopted for analysis. Our findings are: 1. The ratings of the importance in the second level of AHP are: ¡]1¡^The members participating in the innovation ¡]2¡^Organization system ¡]3¡^Protection of innovation ¡]4¡^Environment of the firm 2. The top five important factors in the third level of AHP are: ¡]1¡^Opinions from the industry---communication ability of the R&D director, firm secrecy protection mechanism, CTO can make the consequences of decisions for R&D innovation activities to take, relationship between firms and customers, participation of the R&D director in corporate strategy formulation ¡]2¡^Opinions from the government, educational and research institutes--- organizational culture of supporting venture and tolerating mistakes in the innovation process, CTO can make the consequences of decisions for R&D innovation activities to take, communication ability of the R&D director, firm secrecy protection mechanism, participation of the R&D director in corporate strategy formulation ¡]3¡^Opinions from the industry, government, educational and research institutes--- communication ability of the R&D director, firm secrecy protection mechanism, CTO can make the consequences of decisions for R&D innovation activities to take, participation of the R&D director in corporate strategy formulation ,organizational culture of supporting venture and tolerating mistakes

The ocean covers more than 70% of the earth¡¦s surface. Taiwan is surrounded by the sea. The defense of the coastal areas and territorial waters depends on the navy, and the navy must make use of various types of warships to exercise command of the sea and safeguard marine peace. With the development of science and technology, weaponry today is more complicated. In order to meet the demand for fighting, warships have higher particularity and complexity than commercial ships. So during the construction of warships we must control the quality of shipbuilding, and guarantee that every performance of a warship can match the demands of fighting, and reach the best result of fighting applications. Based on the government policy of "domestic construction of warships", and the downsizing program of the military. This thesis will start from documented discussions, according to the characteristics of warships¡¦ construction, and adopt the Analytic Hierarchy Process (AHP) to exploit multi-estimate criteria models of the naval supervisors and the shipyard operation system. Then calculate the weights of all the characteristics and use the Quality Function Deployment (QFD) to build up the house of quality. This study will combine the theoretical and actual experiences to discuss the relation between the demands of the customer (navy) and the shipyard operation system. Several recommendations have been made in order to improve overall performance of the domestic construction of warships. We hope that domestic shipbuilding corporations can do long-term planning and investment on the construction of warships. The navy can also perform warships¡¦ construction frugally and independently. In this way, the navy and the domestic shipbuilding corporations can understand each other better and get the best benefits.

Taiwan has listed on developed countries, people in Taiwan are more and more emphasis on leisure activities following on the higher income, increased GNP and changed life style of aging society. Besides, 5-working-day scheme and promotion of tourism and leisure industries have become Taiwan government¡¦s important policy. Tourism and leisure industries is a tremendous potential market, which implies billions of dollars treasure there. Moreover, tourism and leisure industries can help Taiwan government to resolve high un-employee problems. I believe that this potential emerging market of leisure and tourism industries may draw more and more attention from authorities and interested parties. So as this paper hi-lights leisure industries and takes a case study of Shitzuwan Beach Resort. From business operational environment point of view, there are certain factors that cause an enterprise operates very successfully in its field, these certain factors are well known as key success factors. On the other hand, resource-based view is looking into and focusing an enterprise¡¦s internal resources and its capabilities, this theory has been implemented since 1990 and becomes a fad now a day. From resource-based view, the formation of competitive advantage of a firm is weather or not its resources and capabilities match with key success factors, this model of ¡uresource and core competence ¡÷ key success factors ¡÷ competitive advantage¡vhave been proved by the ¡ucompetitive advantage matrix analysis model¡v whereas the model created by the author. The main purpose of this paper therefore, is to contribute to the theoretical creation of competitive advantage matrix analysis model, this model is based on two dimensions of key success factors¡]KSF¡^and resource-based view¡]RBV¡^, through this competitive advantage matrix can illustrates the types of competitive advantage and intensive of competitive advantage of the designated enterprise. The result of matrix analysis also gives hints for the enterprises to overview and to reinforce his internal resources as well as core competence, so as to keep and create its competitive advantage. Key Words¡GKey Success Factor¡]KSF¡^, Resource-based View¡]RBV¡^, Core Competence, Competitive Advantage, Competitive Advantage Matrix Analysis.

The body-mind deterioration induced by speedy life style and working pressure is a common problem to the people in modern society. So it becomes more and more popular to take good care of one¡¦s health by exercising, which also promotes the development of professional sport and leisure business, for example, the aerobics club. But due to the economic depression, decrease in national income, and the impact of card debt, the operating conditions of many famous aerobic clubs are getting severe, even some of them close down. Therefore it is important to find the key success factors to manage aerobics clubs, so as to increase the probability of successful operation. The present study starts from collecting the relative references of sport and leisure business, aerobics, theory of decision-making management, and key success factors as well as their relative weighting. Then a Habitual Domains (HD) theory which is suitable to the characteristic of aerobics business is selected to analyze the key success factors. A multi-object decision-making method- Analytic Hierarchy Process (AHP) is also implemented to analyze the two questionnaires filled by professionals. Finally, the Expert Choice 2000 code is used to analyze the importance of key success factors and perform weighting calculation. Through the empirical analysis, the top priorities of key success factors of aerobics club operation are obtained, including the professionalism of coach, quality of service and software/hardware equipment. The operator of an aerobics club can follow the importance of priorities discussed in the present study to set up his own competitiveness, and then the aerobics club is assured to run permanently.

In recent years, the buccal cancer in Taiwan has been ranked the fourth among the top ten leading causes of cancer death, and the first among people at the prime age ( 25 ~ 44 years old ). Since people at the prime age are usually the main bread winners in the family and the main contributors in the economic development of the society, how to prevent the occurrences of buccal cancers or how to provide proper medical service to buccal cancer patients has become an urgent topic of the present medical industry. It is pointed out that the incidence of buccal cancers is frequently related to men¡¦s smoking, diet habit and their chewing of betel nuts. Especially in Kaohsiung-Pingtung area in southern Taiwan, the population of chewing betel nuts is much higher than that in other metropolitan cities. Thus, the incidence of buccal cancers is in vogue in this area. The aim of the present study is to discuss the key factors affecting the quality of medical treatment on buccal cancer patients under the management system of E-Da Hospital. Based on this model, we wish to further apply it to other disease treatments as well and to make E-Da Hospital become a characteristic medical center in the near future. This thesis adopts the Analytic Hierarchy Process (AHP) to exploit the multi-estimate criteria models of the medical quality. The first layer is the key factor for medical quality to buccal cancer patients at E-Da Hospital. The second evaluation criterion is divided into three aspects: namely, ¡§the hospital image of medical service¡¨, ¡§the available administrative resources¡¨, and ¡§ the convenience for patients¡¦ taking medical treatment¡¨. The third layer is the twelve evaluation characteristics. From this point of view, we can easily understand why patients choose E-Da Hospital as their priority. The interviewed participants are composed of the surgeons, the nursing staff, the administration personnel at E-Da Hospital, and the buccal cancer patients and their family members. Fifteen effective questionnaires are collected. Based on the Analytic Hierarchy Process, each subject is interviewed throughout and the result is verified by ANOVA. Based on the present study, we have found that the key factors of the management system for medical quality to buccal cancer patients at E-Da hospital are listed below in sequence---¡§the hospital image of medical service¡¨, ¡§the convenience for patients¡¦ taking medical treatment¡¨, and then ¡§the available administrative resources¡¨. Among the twelve evaluation characteristics, the critical top five ones are ¡§medical team work¡¨, ¡§medical effects¡¨, ¡§equipment novelty¡¨, ¡§home visit after operation¡¨ and ¡§ the convenience of transportation¡¨ in order. Several recommendations have been made to hopefully improve the management system and medical quality at E-Da hospital by strengthening the in-job training to the physicians and nurses and renovating medical equipment continuously. Besides, it is expected to set up buccal cancer patient club in the near future in order to achieve ¡§the Five Whole Attendance of Cares¡¨ - the whole person, the whole family, the whole team, the whole journey, and the whole community. Meanwhile, some proposals have also been made to the related health departments of the government so as to promote education on cancer prevention, to create and develop economic & effective cancer sieve checks in order to reduce the possible waste on the consumption of the medical resources and make them benecifical to the health for all. In so doing, we hope that our government can stress its long-term planning and investment on improving its medical service and enhance its medical quality thereby.

Abstract ¡§Leasing¡¨ is a product of credit transaction with a long history, morn than 5000 years, according to the historical record. In recent years, the leasing industry started from the Industrial Revolution in 18th Century and due to its unique function such as specific investment, margin lending, sales promotion and assets management, it has already become one of the important category under the financing industry. Taiwan¡¦s leasing industry can be traced back to the beginning of 1970s and the fastest growing period was happened from 1978 to 1983. Over those years, more than 90 leasing companies were existed; however, due to the influence of the economy depression, people¡¦s willingness to invest became less and less and finally the corporate business achievement turned out to be negative for several years. At present, the number of the members goes down to 13 and obviously, the leasing company is largely affected by the depression of the outer prosperities. In recent years, because of the influence of the State¡¦s subprime mortgage, financial tsunami has become more and more serious around the world; therefore, the worldly financial institutions, enterprises and even the countries are now facing the results of the unprecedented managing risks. Leasing industry is categorized as one of the affiliated service industry of financial industry; most of its funding comes from the financial institutions and money markets which belong to the business of high degrees of operating and financial leverage. Under the impacts of the current financial tsunami, the financial industry itself has the phenomenon of not owning enough floating capital and so does the leasing industry; in the meanwhile, the financial industry needs to encounter the degenerating quality of the payment due to the results of those bankrupt companies. In consequence, the leasing industry is also coming across a hard time that accompanies with the financial crisis. This research starts from the basic knowledge of the Resource-Based View and continues to discuss how to make the best use of the limited resources and capabilities to manage a successful management under the highly competitive financial environment. Case studies will be applied in this research, especially the analysis of Company C. Industry investigation will be proceeded first to further understand the company¡¦s self-owned resources and capabilities and then to notice the advantages, the opportunities and the threats of the industry. After these steps, professional interviews and the analysis of the documents will be studied to sort out the following key factors to make the leasing industry successful. 1. Owning the ability of credit management, strengthening the quality of the products and maintaining the stable profit-making. 2. Creating the diversity of the resources of the capital. 3. Owning strong sales team and distribution channels to have a larger market share to create the values of marketing. 4. Owning a clear enterprise position and developing strategies. 5. Owning an internationalized marketing ability. Key Words¡GLeasing , Key Success Factor¡]KSF¡^, Resource-based View¡]RBV¡^, Competitive Advantage.